Share of Voice vs Share of Market Analysis

Strategically Aligning Share of Voice with Market Share for Growth

What is Share of Voice vs Share of Market Analysis?

This is an essential analytical tool that examines the relationship between Share of Voice (SOV) and Share of Market (SOM). This approach enables businesses to understand how their marketing investments influence market share relative to their competitors activity. This analysis demonstrates not only how you sit against your competitors, but also how you can expect your market share to grow or decline with different marketing investment levels.

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We Tackle Key Questions

How does my Share of Voice influence my Market Share and sales?

What investment is required to achieve my desired Market Share and sales goals?

What is the anticipated ROI of investing to grow?

At what point will incremental spend levels become unprofitable?

What We Do

Aligning Investments with Ambitions. At IMS, our Market Share Analysis methodology meticulously evaluates the balance between Share of Voice and Share of Market, offering a comprehensive view of the investments required for your brand's growth. Through a series of calculated steps, we provide bespoke analysis, from maintaining market share to aggressive growth strategies.

Equilibrium Spend Calculation

We start by determining your brand's maintenance SOV, aligning it with your current SOM to establish the baseline investment needed for market stability.

Market Elasticity and Growth Analysis

By examining market elasticity, we reveal how additional SOV can translate into market share growth, enabling precise budget adjustments for targeted growth.

ROI and Scenario Planning

We calculate the expected ROI from varying levels of investment, running scenario analyses to forecast outcomes under different market and competitive conditions.

Our Market Share Analysis transforms data into strategic action, guiding your brand towards achieving its market share ambitions with confidence and clarity.

What it looks like

Through detailed charts, graphs, and case studies, we visualise the intricate process of Market Share Analysis. These insights demonstrate how strategic adjustments in SOV can lead to significant shifts in market positioning, showcasing real-world applications of our tailored analysis and strategic recommendations.